Marka maskotu olarak üniversite maskotu ve göstergebilimsel yöntemle çözümlenmesi: istanbul ticaret üniversitesi boğa maskotu örneği
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Dosyalar
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Şans getirmesi umulan bir kişi, hayvan ya da eşya olarak tanımlanabilen maskotlar markalar tarafından marka farkındalığı ve marka sadakati oluşturmak ve güçlendirmek gibi çeşitli amaçlarla kullanılmaktadır. Öte yandan hizmet sektöründe faaliyet gösteren birçok üniversite de markalaşma süreci içerisindedir. Bunun bir yansıması olarak dünyada birçok üniversite kendi maskotlarına sahiptir. Türkiye’de ise kendi maskotlarına sahip üniversite sayısı görece az olmakla birlikte kimi üniversitelerin kendi maskotlarını oluşturmak için yarışmalar düzenledikleri gözlemlenmektedir. Bunun sonucunda Türkiye’de de kendi maskotlarına sahip olan üniversitelerin sayısında artış olacağı düşünülmektedir. Bu durum da maskotların çeşitli düzlemlerde incelenmesinin önemini arttırmaktadır. Bu düşünceden hareketle bu çalışmada öncelikle maskot kavramının markalaşma açısından önemine değinilmiş, daha sonra kimi markaların ve üniversitelerin maskotları ele alınmıştır. Çalışmanın son kısmı olan araştırma bölümündeyseyse İstanbul Ticaret Üniversitesi’ne ait Boğa maskotu Griggs ve arkadaşlarının (2012) 2012 Londra Olimpiyat ve Paralimpik Oyunlarında kullanılan maskotları inceledikleri göstergebilimsel modelden yararlanılarak göstergebilimsel yöntemle çözümlenmiştir. Sonuç bölümünde çözümleme sonucunda maskotun olumlu ve olumsuz bulunan özellikleri açıklanmıştır.
The rapid development of technology has created an intense competitive environment for brands, with consumers having easy access to everything. In this environment, brands have started various branding activities in order to gain potential consumers who are unstable in their brand choices and to keep them in the market. One of these branding studies is the mascots that can be evaluated within the promotion activities of marketing. Mascots play an important role in distinguishing one brand from others and establishing a strong bond with its target audience. Mascots that reflect the personalities of the brands develop their positive perceptions towards the brand by taking place in both the mind and heart of the target audience with various connotations. Thus, they create brand image and brand loyalty. At the same time, brands reflect their goals through mascots. Nowadays, universities in the service sector emerge as brands and started branding studies by creating their own mascots in order to address their target audiences.Looking at the work done; It is seen that many universities around the world use mascots in order to establish a more intimate communication with their students in sports encounters or daily university life. The vast majority of universities in Turkey does not have a mascot of its own. Therefore, in terms of literature studies in Turkey for university mascot is a big gap. The main purpose of this study is to fill this gap in the literature. Istanbul Commerce University, is one of the few universities in Turkey has its own mascot. The Bull Mascot of Istanbul Commerce University makes a difference compared to other university mascots since it also exists with more than one design application. Therefore, the study is important in terms of the originality of the mascot concerned. In the study, firstly, the definitions of mascot concept are made and the importance of mascots in terms of brands is discussed. Then, in the world and examined mascot semiotic analysis of practices in Turkey and finally the university mascot bull mascot Istanbul Commerce University was held in private. The data on the meanings of the bull mascot built for the brand identity of Istanbul Commerce University were analyzed using semiotic analysis method. In order to determine the method to be used in the research, studies in which mascots were analyzed by semiotics method in the world literature were examined, and as a result, the semiotic model in which Griggs et al. (2012) examined the mascots used in the 2012 London Olympic and Paralympic Games. According to this model, mascots were analyzed by comparing the "primary determinant feature" and "semiotic implication" states in terms of a total of seventeen elements under the attributes of "visual code, field forces, vectors, depth and volume and indicators". In the research, the display mode of mascot, style, lighting, color, specified directions, asymmetry of the mascot, ground perception, psychological connections, implied vectors, graphics, implicit / indirect focus, balance, area volume, graphic depths, physical and visual texture, iconic indicators, The symbolic indicators were analyzed and analyzed, and the results are given through the table. The aim of the study is to analyze the possible visual codes of the mascot by performing a semiotic analysis on university mascots through the example of the Bull Mascot of Istanbul Commerce University. It is hoped that with the analysis method used in the study, it will contribute to the researchers in the analysis of the new university mascots that are expected to increase. Istanbul Commerce University at the time of the study is one of the few universities in Turkey has its own mascot. However, the Taurus mascot was preferred because it was found to be more professional than the other small number of university mascots, as well as different applications of the same mascot instead of a single mascot. Images of the mascot were reached as a result of the correspondence with the institutional communication unit of the university. The examined mascot consists of four images provided from the relevant unit. According to the analysis made, the bull mascot is considered as a mascot in which semiotics is emphasized strongly, and the Istanbul Commerce University brand is emphasized, individuality, difference, diversity and universality are emphasized, and positive emotions such as happiness, hope and trust are reflected. However, the bull is male by nature. It is designed to meet the possible dissatisfaction of women as it is male-sex. This university is to eliminate the problems in the world and in Turkey many times we see the second example of the other sex as a mascot can perform design the mascot of the masculine nature or are thought to have less emphasis adapt.
The rapid development of technology has created an intense competitive environment for brands, with consumers having easy access to everything. In this environment, brands have started various branding activities in order to gain potential consumers who are unstable in their brand choices and to keep them in the market. One of these branding studies is the mascots that can be evaluated within the promotion activities of marketing. Mascots play an important role in distinguishing one brand from others and establishing a strong bond with its target audience. Mascots that reflect the personalities of the brands develop their positive perceptions towards the brand by taking place in both the mind and heart of the target audience with various connotations. Thus, they create brand image and brand loyalty. At the same time, brands reflect their goals through mascots. Nowadays, universities in the service sector emerge as brands and started branding studies by creating their own mascots in order to address their target audiences.Looking at the work done; It is seen that many universities around the world use mascots in order to establish a more intimate communication with their students in sports encounters or daily university life. The vast majority of universities in Turkey does not have a mascot of its own. Therefore, in terms of literature studies in Turkey for university mascot is a big gap. The main purpose of this study is to fill this gap in the literature. Istanbul Commerce University, is one of the few universities in Turkey has its own mascot. The Bull Mascot of Istanbul Commerce University makes a difference compared to other university mascots since it also exists with more than one design application. Therefore, the study is important in terms of the originality of the mascot concerned. In the study, firstly, the definitions of mascot concept are made and the importance of mascots in terms of brands is discussed. Then, in the world and examined mascot semiotic analysis of practices in Turkey and finally the university mascot bull mascot Istanbul Commerce University was held in private. The data on the meanings of the bull mascot built for the brand identity of Istanbul Commerce University were analyzed using semiotic analysis method. In order to determine the method to be used in the research, studies in which mascots were analyzed by semiotics method in the world literature were examined, and as a result, the semiotic model in which Griggs et al. (2012) examined the mascots used in the 2012 London Olympic and Paralympic Games. According to this model, mascots were analyzed by comparing the "primary determinant feature" and "semiotic implication" states in terms of a total of seventeen elements under the attributes of "visual code, field forces, vectors, depth and volume and indicators". In the research, the display mode of mascot, style, lighting, color, specified directions, asymmetry of the mascot, ground perception, psychological connections, implied vectors, graphics, implicit / indirect focus, balance, area volume, graphic depths, physical and visual texture, iconic indicators, The symbolic indicators were analyzed and analyzed, and the results are given through the table. The aim of the study is to analyze the possible visual codes of the mascot by performing a semiotic analysis on university mascots through the example of the Bull Mascot of Istanbul Commerce University. It is hoped that with the analysis method used in the study, it will contribute to the researchers in the analysis of the new university mascots that are expected to increase. Istanbul Commerce University at the time of the study is one of the few universities in Turkey has its own mascot. However, the Taurus mascot was preferred because it was found to be more professional than the other small number of university mascots, as well as different applications of the same mascot instead of a single mascot. Images of the mascot were reached as a result of the correspondence with the institutional communication unit of the university. The examined mascot consists of four images provided from the relevant unit. According to the analysis made, the bull mascot is considered as a mascot in which semiotics is emphasized strongly, and the Istanbul Commerce University brand is emphasized, individuality, difference, diversity and universality are emphasized, and positive emotions such as happiness, hope and trust are reflected. However, the bull is male by nature. It is designed to meet the possible dissatisfaction of women as it is male-sex. This university is to eliminate the problems in the world and in Turkey many times we see the second example of the other sex as a mascot can perform design the mascot of the masculine nature or are thought to have less emphasis adapt.
Açıklama
Anahtar Kelimeler
Maskot, Üniversite, Göstergebilim, Marka Farkındalığı, Marka Sadakati, Mascot, University, Semiotics, Brand Awareness, Brand Loyalty
Kaynak
Intermedia Uluslararası Hakemli İletişim Bilimleri E-Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
12
